Ninja has become the first professional gamer to sign a brand partnership with Adidas.
The deal is just the latest in a string of high-profile deals for the video game streamer, real name Tyler Blevins, who last month inked a contract to stream exclusively on Microsoft’s Mixer platform.
Previously Ninja had been a longtime streamer on Twitch, Amazon’s rival live-video platform.
Current details on what his Adidas partnership will entail are slim, but sportswear giant did reveal the tie-up could lead to the release of products “in either the physical or virtual world”.
A video that accompanied the announcement also showed the streamer wearing co-branded streetwear. Strolling down the road, Ninja is seen wearing a diesel blue hoodie with an Adidas logo on the chest and Ninja, written in his brand-stylised font, along the sleeve.
The toy industry has already embraced Ninja with open arms, hoping to attract the millions of younger followers who watch him play Fortnite, stream videos with rapper Drake, and compete in international tournaments – often kids in the age bracket where they begin to leave the toy box behind.
Wicked Cool Toys earlier this year unveiled a full range of licensed collectable and action figures using Ninja’s likeness, along with a range of plush and other novelties based on his logo and brand style guide.
The streamer has also appeared on the packaging of a special edition range of Zuru X-Shot blasters back in May. Renee Lee, Zuru’s Global Marketing Director, said at the time the company was unsurprised to see Ninja licensed lines becoming “some of the best-selling items in boys’ action”.